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HES-SO Valais-Wallis Page 1
Digital Tourism Innovations
Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Michael Fux
Roland Schegg
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Table of Contents
• Motivation • Methodology • Results of DMOs
• Innovation criteria • Overall view • Best Practices
• Results of Hotels • Innovation criteria • Overall view • Best Practices
• Outlook
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Motivation
• Analyze the status of implementation of digital tourism innovations
• Identify benchmarks and innovative implementations
• Research for future digital tourism innovations for DMOs and hotels
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Methodology
• Definition of criteria based on previous research
• Define Sample of Hotels and DMOs • 120 DMO in alpine Region (CH, A, D, F) • 140 randomly selected hotels
• Check of criteria on website (quantitative analysis)
• Research of top performers (qualitative analysis)
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Innovation criteria
• Inspiration • Videos • Webcam (360° Panorama) • Recommender system • Interactive Blog • Gamification • Virtual tour • Social Media Feeds
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Innovation criteria
• Planning & Booking • Customer reviews • Itinerary planning tool (favorite list) • Interactive maps • Live chat • Hotel booking system • Ticket booking system • Voucher booking system
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Innovation criteria
• During • Mobile App • Mobile Website
• After • Newsletter
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Methodology
• Definition of criteria based on previous research
• Define Sample of Hotels and DMOs
• Check of criteria on website (quantitative analysis)
• Research of top performers (quantitative analysis)
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DMO Results
0"1"2"3"4"5"6"7"8"9"10"11"12"13"14"15"16"17"
1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 16" 17" 18" 19" 20" 21"
#"of"DMOs"
#"of"fullfiled"criteria"
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3%#4%#
14%#15%#18%#19%#20%#23%#
31%#38%#
43%#55%#58%#58%#
65%#69%#
79%#82%#
89%#92%#
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
live#chat#personal#account#on#website#
recommender#system#voucher#system#interac@ve#blog#
personalisa@on#of#website#gamifica@on#
reserva@on#tool#for#@ckets#virtual#tour#
i@nerary#planning#tool#customer#generated#content#
smartphone#apps#real#@me#feeds#from#social#media#
interac@ve#maps#route#planner#
mobile#website#videos#/#interac@ve#videos#
booking#engine#newsleFer#webcam#
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Inspiration
http://www.lesarcs.com
http://www.crans-montana.ch
http://www.lech-zuers.at
http://www.davos.ch
http://www.tegernsee.com
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http://www.la-plagne.com
http://lenzerheide.com
http://www.alpes-ski-resa.com
http://www.eisacktal.com
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Inspiration through Social Media
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Inspiration through Social Media
http://www.valthorens.com
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Inspiration through Social Media
http://www.oberstaufen.de
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Engagement through Gamification
http://www.zuerich.com
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Engagement through Interactive blog
http://blog.salzkammergut.at
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Planning & Booking
http://www.luzern.com
HES-SO Valais-Wallis Page 32 http://www.loetschental.ch
http://www.flumserberg.ch
HES-SO Valais-Wallis Page 34 http://www.laax.com
http://www.davos.ch
http://www.davos.ch
http://www.la-plagne.com
http://www.davos.ch
http://www.soelden.com
http://www.soelden.com
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Planning
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During Visit
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Benchmark Studies of Mobile Websits and Apps
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After Visit
Sommerspass mit Wolli Wolli geht auch diesen Sommer auf zu neuen Abenteuern. Murmeltiere beobachten, baden im Bergsee, Unbekanntes entdecken. Ø mehr Infos
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TOP 3
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TOP 3
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TOP 3
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Hotel results
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12%$
14%$
19%$
13%$13%$
8%$ 9%$
2%$ 2%$
0%$
5%$
10%$
15%$
20%$
25%$
1$ 2$ 3$ 4$ 5$ 6$ 7$ 8$ 9$ 10$ 11$ 12$ 13$ 14$ 15$ 16$ 17$ 18$ 19$
%""of"H
otels"
#"of"fulfilled"Criteria"
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0%#1%#1%#2%#4%#5%#5%#
10%#17%#17%#19%#22%#24%#25%#25%#26%#28%#
52%#77%#
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
mobile#app#live#chat#
gamifica;on#smartphone#apps#
personalisa;on#of#website#blog#
feeds#from#social#media#recommender#system#
virtual#tour#webcam#
personal#account#on#website#videos#
mobile#website#route#planner#
newsleDer#customer#reviews#voucher#system#interac;ve#maps#booking#engine#
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TOP 3
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TOP 3
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TOP 3
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“The future is already here – it's just not evenly distributed. „ (William Gibson)
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Thanks for your attention
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